During the past twelve years I have endeavored to make an assessment of effective advertising methods by trial and error, and by studying the methods and results of other evangelists. Although it would seem impossible to do truly scientific research on this question, I have become more and more convinced that the most effective selection of media, at least for the first-night impact, is generally to be found in this order of preference: shop-window bills, local newspaper displays, handbills, direct mail (provided a live selected list is available), large billboard posters.
In selecting the small shop-window poster as our most potent advertising spearhead, this applies only when blanket coverage to the whole campaign area is applied. When a few posters are scattered sparsely throughout an area, no impact will be created, and their message will be lost to the public. The great advantage in saturation coverage by shop-window posters is the vital element of repetition. As these posters appear throughout the heart of a town, along its main road arteries, its satellite shopping centers, not forgetting its corner shops, the average person will be consciously and unconsciously influenced by the poster's message scores of times within the space of a few days. If they have any interest at all, the power of persuasion is bound to reach compelling proportions.
Blanket usage of the small poster also affords two unique economies to the budget-conscious evangelist.
1. It costs nothing for the display site. The majority of shopkeepers respond willingly when approached cheerfully and politely.
2. The printing cost of a quantity is proportionately much cheaper than for a few.
Another very important advantage over most other forms of advertising is that a minimum of competition from other advertisers is encountered. In a newspaper an advertisement will be one of a host, each designed to catch the reader's eye. On the billboards and on the radio and TV the same principle holds true. To overcome this difficulty large premiums are often paid for so/us positions. However, the only rivals in the prominent shop-window field are entertainment and occasionally local functions, which seldom are to be reckoned with in their extent of coverage.
Perhaps the reason why the use of shop-window posters has not been exploited fully is that it involves a deal of effort compared, for example, with inserting a newspaper advertisement. However, when the effectiveness of this method has been experienced by our evangelists, it is not readily discarded.
Suggestions on How nest to Apply This Method
In using blanket small-poster coverage for publicizing the first night of a campaign, the ideal time for distribution is 10 to 14 days before the event. For any longer period of display the shopkeepers would tend to be unfavorable in their reception. Neither is it at all necessary; in fact, a longer period could lead to staleness and possibly public annoyance. This timing, on the other hand, does allow for this work of distribution to be completed before the hectic rush of the week prior to first night when there is a multitude of other matters to be attended to.
How many posters should be used? Calculations can be made as to local requirements on the approximate ratio of 500 posters to 100,000 population. About 2025 posters can be put up by one person in an hour in the main shopping centers, and rather less in the suburban areas among scattered shops.
It has been found that about three out of four shopkeepers in the suburban areas will accept posters, but in the town centers only about one in three. This fact should not discourage any evangelist from working the town center area, because although proportionately fewer posters will be displayed there, more people will naturally see them.
England is known as "a nation of shopkeepers," but even here the modern trend is for fewer and larger shops. The above suggested ratio will not apply universally, of course, because of vastly differing conditions, but in any case the goal to be aimed at is saturation coverage to obtain maximum impact. Use in private houses and public places and markets should not be forgotten.
You may have noticed I used the expression "put up" rather than "put out," describing the work of distributing the posters. Herein lies an important point. If posters are placed on a shop counter with the requests for the shopkeeper to display the posters, a very small proportion will be publicly displayed, human nature being what it is. I have found that an approach similar to the following pays dividends: "Will you kindly display a poster for me, please?" After getting their assent, then suggest, "Where would you like me to put it for you?" producing a roll of adhesive tape for the purpose. You imply that you are doing them a favor in saving their time, while of course what is more in your interest, you are ensuring that the poster does get put up and in a good position if you have created a favorable impression. Not all will allow display in the middle of their shop window, of course, but they are still effective even inside the shop. It is true that passers-by will not notice them, but on the other hand, waiting customers will be given the opportunity to read them through at leisure.
Some posters may be taken down after you have left but this is not usual. After all, handbills are usually crumpled up after a casual glance, that is why they are called "throw away" material by the advertising profession. It is not likely that our newspaper advertisement will be cut out and framed either! The reason I am laboring this point of personally fixing the poster, if at all possible, is because it makes this work at least 300 per cent more effective. In one trial I made last year, two young ladies distributed 50 posters each, one working on either side of a long road of shops, leading from the town center. When I drove by some time afterward I counted 23 posters visible on the one side, but only 7 on the other. The reason was that one had "put out," while the other had "put up" the posters. The little extra effort and time made all the difference.
When theatrical promoters put up posters in this way they often give complimentary tickets, as a reward for the favor. This is a good idea that we can adopt to our use. We can give out free reservation tickets. This will have two advantages:
- It encourages the cooperation of the shopkeeper in displaying the poster.
- The ticket helps to build up the attendance in its own right, as a media of advertising. Unlike handbills, tickets are seldom thrown away, as they are associated with value. Even if they are unwanted by an uninterested shopkeeper they are often passed on to customers or friends who they think may be interested. The statement, "How many tickets would you like?" again implies favor.
Copy, Layout, Color, and Size Considerations
With this approach it is of advantage if the subject can be a popular noncontroversial theme, while at the same time arousing sufficient interest and desire to attend. Shopkeepers generally will not wish to be associated with political themes or a too strongly worded religious issue. But as an ideal example, who could take exception to "The Heavens Are Telling. What Do the Stars Say to You?"
The message of a poster should be very clear, its headline should be short so that it can be taken in at a glance by the passerby, and its layout well balanced. Essential secondary material should be smaller and in neat panels. Time and place must be clearly indicated. The ideal illustration will attract and illustrate the theme in a simple, positive manner.
Posters lend themselves ideally for color to be used to full advantage. The headline in fluorescent ink or on a fluorescent panel will certainly help. Where funds are limited, one color on tinted card is suggested. According to number required, and funds available, either the letterpress or lithographic form of printing should be used. The silk-screen process is normally used for a quantity of 50 or less.
A shop poster should not exceed 15 by 20 inches in size. Otherwise it will be considered by many shopkeepers as too intrusive. The ideal size would be about 10 by 15 inches.
Obviously shop-window posters cannot be used on this scale every week of the campaign. After its use as the spearhead of the first-night advertising, it could then be repeated on the third week with three or four programs on the one poster. The campaign theme, place, and time would then be emphasized, again after the style that theatrical advertisers have found effective.
